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BizReport : Advertising archives : October 21, 2014

Ad Roundup: Mobile video and retargeting solutions

Mobile continues to be a heavy hitter, and two releases should help brands better utilize their mobile presence.

by Kristina Knight

First, Vdopia is launching a programmatic mobile video marketplace, a first of its kind solution. Called Chocolate, the platform uses iFilter to learn over time so that only relevant inventory is presented to buyers based on past campaign data. This kind of optimization takes much of the guesswork out of programmatic buying.

"eMarketer says mobile programmatic ad spending in the U.S. will hit $8.36 billion next year. But while programmatic technology clearly is making it easier for brands to deliver targeted buys that reach the most relevant consumers, at the same time brands are concerned about lack of quality mobile video inventory and holistic measurement of media ad spending," says Saurabh Bhatia, CEO, Vdopia. "With Chocolate, we're providing a full, brand-safe solution for advertisers to take control of their data; advertise on mobile with a high ROI; and generate more loyal customers."

Chocolate is strictly for mobile and is compatible across the major OS's.

Meanwhile ad unification hub STAQ, Inc. has closed a $2.5 million funding round. STAQ unified ad reporting and integration so that marketers can 'see' campaigns, audience data, inventory and cross spectrum analytics.

Finally, Nexage is including retargeting capabilities within the Nexage Marketplace; both Criteo and AOL have signed on to use the new functions. The retargeting additions will include both Android and iOS.

"Nexage has a long history of moving the mobile industry forward -- our work with retargeting is no different," says Mark Connon, CRO & EVP of Corporate Development of Nexage. "Our technology drastically opens up opportunities for media buyers and advertisers to connect users across screens -- and represents a key turning point in mobile advertising."

Image via Shutterstock

Tags: advertising, mobile marketing, mobile targeting, mobile video, Nexage, STAQ, Vdopia

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